Swatch Group Plays Musical Chairs with CEO Changes

One of the largest of the luxury watch brand empires announced some big changes this morning that read more like a game of musical chairs.

It should come as no surprise that brands might be looking to shake things up and inspire new changes to counter these trying times that we all find ourselves in; and it looks like Swatch Group has taken that quite seriously with their announcement this morning. While the official Press Release is attached at the bottom, the gist of it all goes like this:

Raynald Aeschlimann who is the current President and CEO of Omega and member of the Extended Group Management Board, has been appointed to the Executive Group Management Board. Aeschilmann will continue to be the President and CEO of Omega along with his new position.

Walter von Känel (the current CEO of Longines) will be retiring.

Current Rado CEO Matthias Breschan will be taking over the position of Longines CEO.

Adrian Bosshard who is currently the CEO of both Certina and Union has been appointed the new CEO of Rado.

Certina will now be headed by Marc Aellen, who has been VP Sales of Jaquet Droz. While Franz Linder who is also the CEO of Mido, will also assume the management of Union.


Current Hamilton CEO Sylvain Dolla will take over as CEO of Tissot.

And finally Vivian Stauffer Hamilton’s current Head of Sales has been appointed the new CEO.


These changes will take effect on July 1, 2020. Yes, it’s a lot of change. But in keeping everything internal, promoting members of the brands with years of experience, it looks like Swatch Group is safely shuffling the deck. Change can be a good thing. After all we often see new and exciting uses of materials, technologies, and designs in brands after the appointment of new CEOs. Is this what Swatch Group has in mind? Only time will tell….

For the official press release, click here.

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3 thoughts on “Swatch Group Plays Musical Chairs with CEO Changes

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  1. The Longines CEO can leave proudly, he has made longines the biggest success it has been since the 40s

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